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HALKLA İLİŞKİLERİN MARKA DEĞERİNE ETKİSİ VE ÖLÇÜMLENMESİ

Bu çalışma, halkla ilişkilerin (PR), kurumsal iletişim ve bütünleşik pazarlama kavramları üzerindeki etkisi ve özellikle de marka değerini yaratma, sürdürme ve şekillendirmedeki rolünü incelemektedir. Ayrıca kurum itibarı ile marka değeri arasındaki etkileşim de bu çalışmada incelenen diğer temel kriterlerden biridir. Araştırmamızda kurumsal itibar ve marka değerini ölçme teknikleri inceledikten sonra, Fombrun'un İtibar Katsayısı ve Aaker'in Marka Değeri araştırmaları olmak üzere iki model kullanılmıştır. Turkcell, Vodafone, Avea gibi GSM operatörlerini dahil edilerek, anketler hazırlanmış, son kullanıcılara ve bayilere (iç paydaş olarak) marka değeri ve kurum itibarıyla ilgili sorular sorulmuştur. PR'ın "Paydaş Teorisi" kapsamında kurum içi personel çalışması gereği 300 bayi ve 400 son kullanıcı araştırmaya dahil edilmiştir. Araştırmamız, halkla ilişkilerin marka değerini etkilediğini ve bu etkinin paydaşlara göre değiştiğini kanıtlamıştır.

Anahtar Kelimeler:

Halkla İlişkiler, Marka Değeri, İtibar Yönetimi, Pazarlama İletişimi

The Effect and Measurement of Public Relations On Brand Equity

The present study examines public relations (PR), its impact on concepts such as corporate communications, and integrated marketing, and its role in creating, maintaining, and shaping brand equity. Also, the interaction between the company's reputation and brand equity is one of the other essential criteria examined in this study. After examining the techniques for measuring corporate reputation and brand equity, we used two models of Fombrun's Reputation Quotient and Aaker's Brand Equity to measure these two criteria. We have included GSM operators such as Turkcell, Vodafone, and Avea. Using questionnaires, end users and dealers (as the internal stakeholder) were asked about the brand equity and items related to the company's reputation. Interviews were conducted with 300 dealers as required by PR's "Stakeholder Theory" in-house staff study. We also surveyed 400 end users. Our research showed that public relations affect brand equity, and this effect varies based on stakeholders.

Keywords:

Public relations, Brand equity, Reputation management, Marketing communication,

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